Top 3 tips to implement an engagement-based loyalty strategy
“When customers engage, such as through leaving an online review or some other form of feedback, they feel more committed to that brand than they did just from purchasing a product. By fostering engagement, companies can turn these repeat purchasers into advocates who in turn can influence entire communities of consumers, thereby amplifying their reach,” said Matt Moog, CEO, PowerReviews.
How can brands build stronger engagement base loyalty programs?
First, the program has to fit with the overall brand strategy. Graphics, badging systems and other options have to fit the brand and then work within the site seamlessly.
Second, determine what you want the program to do. Do you want more user generate reviews? Would you like to see more consumers submitting their product images?
“[Here is] a real-life example: Children’s toy company Step2 created a loyalty platform to incent customers to contribute user-generated content, particularly product reviews, photos and videos. From the platform’s graphics, including cartoon illustrations of bees, down the whimsical names of each rank – from “New Bee” to “Queen Bee” – the platform is clearly aimed at parents of young children and fits in well with the Step2 site,” said Moog.
Finally, think about the long term. Engagement-based programs are progressive because the brand is building a relationship and not just pushing more sales of X product. Ensure that the rewards and progressions are achievable, but not so simple that the consumers max out of the program within a few months.
“The goal is to keep them interested and engaged over a long period of time,” said Moog.